JAKARTA, PRINDONESIA.CO – As a communicator, public relations (PR) should not only predict but also be able to create their own future for the sustainability of their business and organization. Those are the messages from the webinar that was held by Isentia, titled “IN THE KNOW: Understanding Media Trends for Business Success” on Thursday (26/8/2021). 

The COVID-19 pandemic has made PR trained to adapt and respond to any changes. This multidimensional crisis also teaches PR to always equip themselves with data, information, and insights that are considered the most valuable, timely, and relevant. “The only constant in life changes,” said Ledy Ochel Espinosa, Isentia’s Regional Insights Director for Emerging Market, quoting the statement of the Greek philosopher Heraclitus.  

Change is the word best associated with trends. When talking about trends, then there will be risks and opportunities. In the context of media intelligence, risk can emerge because our industry experience changes, there is no more customer’s needs for the product and service that we offer. In fact, it is possible for them to switch to something else. 

On the other hand, trends also give a chance for the brand/organization to keep making innovations. Because we are forced to meet new demands. “In other words, a trend is an assumption of future developments that have a long-term effect, long-lasting, and innovative,” Ledy said. 

She then summarized four tips to manage trends. First, PR must be able to identify trends, both within the organization and in the industry. PR can start by answering the question of which trends will be in the future? Will this trend really survive to be a part of our future? Which of the trends is relevant to our company/brand? 

Second, PR needs to analyze the effects and possibilities of projection and scenario. In which direction can the trend develop? What major changes will occur in the short and long term? What is the general impact of the trend? The answers to these questions will become a part of the PR plan and strategy. 

Third, analyze the impact of trends on our industry and organization. What is the meaning of trend for the company and business? What are the benefits for our industry as a whole? What are the impacts on our company, business, and industries? What are the impacts or trends on our environment? What government policies are allowed, prohibited, or even restricted? 

Fourth, avoid the shoulda, woulda, coulda scenario. Insight to find the right trend is very crucial. Therefore, PR must have strong knowledge and basic orientation to determine the trend that is relevant to our company, brand, and even industry. If not, PR only focuses on the wrong customer needs. This can be disastrous for decision-making. Therefore, PR can use the Trendspotting Study made by Isentia. (ais)